We often confuse advertising practices with what public relations does. What’s the purpose of each? Clearly, the purpose of both is to generate sales, but the way they appeal to consumers is different.
Of course, advertising and media relations are part of any good marketing plan. But the results are very different for each approach:
- Advertisers sell directly to the consumer.
- Public relations means learning about customers and winning them over.
While PR likes novelty, advertising goes for established brands. This may seem obvious, but it’s much easier to sell a product to a customer who’s already heard of it. And this is where public relations plays its role – often underplays it, really – unlike advertising, which is more like a marching band.
At NATA PR, we’re experts in sharing our clients’ news. We already know which journalists and influencers will want to be the first to showcase our latest finds. There are so many of these go-betweens whose top goal is keeping their readers, listeners and fans up to date.
You’ll see why time is such a key factor for public relations to work its magic, whereas advertising can be more immediate.
Other PR experts used to like stirring things up, like AI and Laura Ries, who launched the cult PR book “The Fall of Advertising and the Rise of PR.” Naturally, this was before the Internet and the infinite advertising power of Facebook and Google came into play!
At NATA PR, we’re not from the school of thought in which PR can fix everything. But we know that if you can harness public relations, advertising and social media, you can create a massive force to reach consumers.
So if you have a new product or business, it’s to your advantage to use public relations at the start of your campaign. We’ve often advised our newsmaking clients to catch the interest of several journalists and influencers first, through a public relations campaign, before moving on with advertising.
There are multiple reasons why they would talk about you or your product. But the simplest reason is still that it’s new.
So it’s up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com
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